Process book- the Parlor by Ploi Chatsuree

Introduction

Welcome to The Parlor! The Creative Team invites you to learn about our intensive 10-week experience creating our unique social network from initial brainstorming all the way to secondround prototype creation and testing. This book explains in detail, both descriptively and visually, the six core sections of just how we completed our task at hand. Each section dives into what we began as, where we moved towards, and what users and competitors fueled our business model decisions, and all methods and tools used to brainstorm, design, iterate, and develop our network. Sit back, relax, and enjoy your time at The Parlor!

Meet the Creative Team!

CHELSEA CONNOLLY PROJECT MANAGER

AMANTHA LOTT CONTENT MANAGER

CHATSUREE ISARIYASEREEKUL GRAPHICS MANAGER

Table of Contents 1. Social Network Analysis 7 CULTURE SWAP! Overview 7 Competitor Profile 10 Competitor Segment Matrix 12 SWOT Analyses 16 Masquerade Overview Competitor Profile Competitor Segment Matrix SWOT Analyses

21 22 24 28

Night.ly Overview 33 Competitor Profile 34 Competitor Segment Matrix 36 SWOT Analyses 40

2. Evaluating Design Concept

Concept Overview Value Proposition Social Network Flow Customer Segments & Events Model Concept Moodboards

52 53 54 56 58

ZAG 17 Questions

3. Defining Target Users

72 73 74 83 87 93 94

2x2 Analysis User Personas User Empathy Maps Value Proposition Canvas User Journey Maps User Moments Map Survey

4. Competitor Research & Analysis

105

Top 5 Competitors

Meetup User Journey Value Proposition Analysis 4-Action Framework

107

109 110 111

Silverpoint User Journey Value Proposition Analysis 4-Action Framework

112 113 114

Perrier Secret Place User Journey Value Proposition Analysis

115 116

4-Action Framework

117

Grouper User Journey Value Proposition Analysis 4-Action Framework

118 119 120

121 122 123

Nearify User Journey Value Proposition Analysis 4-Action Framework

5. Business Model Generation Initial Business Model Canvas

Business Model Canvas

129 130 131

6. Prototyping & User Testing Prototype No.1

Workshop (Focus Group) Affinitization Process Prototype No.2 Workshop (Focus Group) Feedback Cost Event Analysis

147 151 154 157 164 169 177 179

7. Brand Development

181

182 191 193

Brand Magazine The Parlor â&#x20AC;&#x2DC;Pitch Videoâ&#x20AC;&#x2122; Press Release

8. Future Forecast

195

9. Final Presentation

201

10. Appendix

207

208 209 209 209 210

Survey Questions Workshop Observation Pre & Post Questions Feedback Form References

What is a social network? A social network represents the endless possibilities that bring people, groups, and organizations together through shared experiences and interests, exchange of ideas and opinions, and multi-way interactions.

Social Network Analysis As a means of initial brainstorming, each of our team members created a unique social network experience; CULTURE SWAP!, Masquerade, and Night.ly. Each of these different network concepts allowed us to explore different target audiences, means of interaction, and means of network delivery. For each network concept we provided a clear and concise overview of what the network is and is not, value propositions, and target audience. Utilizing secondary research, we analyzed the top four competitors using a Competitor Segment Matrix and SWOT Analysis. In this way, our team was easily able to select the most viable and unique social network. Of these three concepts, we selected Masquerade from which to build upon the remainder of our project.

Social Network Analysis Tools Overview

Competitor Name: Objective

(what is their networkâ&#x20AC;&#x2122;s value?)

Site URL:

Members

(what categories do they fall in?)

Lessons

(what they can teach us for our network?)

Competitor Segment Matrix Approach

(how do they create value?)

Homepage

(what is the entry point to the network?)

Collaboration Opprtunities (where and how do we overlap?)

Strength Weakness SWOT Analysis Opportunities Threat

Culture Swap! 9

Culture Swap! Culure Swap! is a social network concept with the power to engage, empower, and connect foreign and domestic individuals. This network would provide individuals a platform to both exchange and learn culture knowledge while affording users a space to have pride about their background and share their love with others.

Local & International connection

International students

Travelers

People who want to learn new about cultures

Age 20+

Learning & exchanging cultural experiences Safe & easy to access

“The International Street Food Festival committee’s vision is that by bringing people together through food we can contribute to acceptance, social cohesion and harmony in this great nation of ours.”

ASEF culture 360 is a unique online platform that connects the people of Asia and Europe through art and culture.

COMPETITORS “Meetups are neighbors getting together to learning something, do something, share something...”

Taptrip connects people from all around the world through photo sharing.

*Surprise Competitor

Competitor Segment Matrix Competitor Name: The International Street Food Festival Objective

(what is their networkâ&#x20AC;&#x2122;s value?)

- Bring people together through food to create physical connection

Approach

(how do they create value?)

- Ticket sales to allow users entry into festival - Connecting people physically at festival

Members

(what categories do they fall in?)

- Members of all groups and ages

Homepage

(what is the entry point to the network?)

- The website is open to public, no need to register - Begin interacting with their site by browsing upcoming events

Site URL: www.isff.com.au

Lessons

(what they can teach us for our network?)

- ISFF brings a variety of nationalities to connect

Areas of Overlap

(where and how do we overlap?)

- ISFF relies on partnerships and collaborations to thrive with local businesses as does CULTURE SWAP! -Focusing on same type of target audience (i.e. those interested or open to diverse cultures)

Competitor Segment Matrix Competitor Name: Culture 360 Objective

(what is their networkâ&#x20AC;&#x2122;s value?)

- Connecting Asia & Europe through art & culture

Approach

(how do they create value?)

- Pay-to-participate conferences - Connecting Asia and Europe

Site URL: www.culture360.asef.org

Members

(what categories do they fall in?)

- Members of all groups and ages

Homepage

(what is the entry point to the network?)

- The website is open to the public, no need to register - Begin interacting with their site by browsing upcoming events

Lessons

(what they can teach us for our network?)

- Variety of activities - i.e. conferences, events, magazines, and news updates can create value for users by affording multiple ways to interact with a service

Areas of Overlap

(where and how do we overlap?)

- Partner with local businesses and organizations to create events and activities

Competitor Segment Matrix Competitor Name: Taptrip Objective

(what is their networkâ&#x20AC;&#x2122;s value?)

- Connect people around the world through photo sharing

Approach

(how do they create value?)

- Seamlessly connecting people around the world - Create a platform to show the world

Site URL: www.tap-trip.com

Members

(what categories do they fall in?)

- Younger members - < 30

Homepage

(what is the entry point to the network?)

- Use APIs for easier log-on (i.e. Facebook, Google+, etc.) - Browse pictures by each country

Lessons

(what they can teach us for our network?)

- Variety of categories for uploading photos - Interface design can be more appealing

Areas of Overlap

(where and how do we overlap?)

Competitor Segment Matrix Competitor Name: Meetup

Site URL: www.meetup.com

*Surprise Competitor

Objective

(what is their networkâ&#x20AC;&#x2122;s value?)

- Connecting people through their interests and activities

Approach

(how do they create value?)

- Anyone can be a host which use meetup as a medium

Members

(what categories do they fall in?)

- Members of all groups and ages

Homepage

(what is the entry point to the network?)

- Must be a member first before joining events - Shows nearby meetups

Lessons

(what they can teach us for our network?)

- Anyone with an interest can create and host events

Areas of Overlap

(where and how do we overlap?)

- Collaborate with local communities and people

SWOT Analysis

S W

- Various activities - Connect people by sharing experiences - Aesthetic website increases userâ&#x20AC;&#x2122;s attention - Interesting activities: street food, kids zone, fashion parade, etc.

- Limited in only Australia - Has event only once per year - Must pay for entry

- Increase number of events - Free ticket - Partner with local farmers for ingredients - Lengthen event day

- Other food festivals being created or current ones growing larger - Money flow can be limited by having event only once per year

SWOT Analysis

S W

- Connecting people from 2 continents - Using art and culture as core components of connecting - Structure and vision of the organization is concrete - Good resources for new cultures - Many partners in Asia and Europe

- Connections are limited because itâ&#x20AC;&#x2122;s only 2 continents - Website interface is not interesting - Use Facebook as primary means to communicate

- Expand this organization worldwide to connect more people - Application and site that is user friendly

- Other sites created to focus on this same demographic - Lack of year-round profits

SWOT Analysis

Taptrip

S W

- Connect people around the world - Website is automatically translated into 17 languages

- Only photo sharing provided to connect people - Not popular in some countries - Ex: Thailand, America, Italy

- Group sharing: make comments, share opinions, and news - Create links between people in Taptrip and real world (i.e. create abroad trips, travel with locals, etc.)

- Competitors such as Instagram - Lack of year-round profits

SWOT Analysis

S W *Surprise Competitor

- Various activities and events - Connect people with shared interest - Easy to access - Open to public

- Most events are for local communities

- Market to international students more (i.e. encourage them to be a host of various Meetup groups) - Engage users to learn about other cultures before attending events - Make more Meetup groups abroad

- Other sites created to focus on this same demographic and manner of connecting users (i.e. first digital based on interests then physical) - Lack of year-round profits 19

SWOT Analysis

S W

- Easy to access and share with other social networks - Diverse membership (i.e. both foreign and domestic members) - Local or international members can be hosts for events or activites

- Most events are for local communities vs. abroad

- Collect all international members profile and catagorize them by groups - Create platform where people can exchange their opinions - Well-designed interface and features - Food truck partnership

- Lack of dedicated financial resources - Lack of dedicated technical storage (i.e. servers, developers, etc.)

Masquerade

Masquerade A gamified app that focuses on providing engaging exclusive mysterious pop-up events. Users would interact with Masquerade by: 1) Creating a profile, 2) Visiting virtual worlds of different historical settings to unlock realtime events, 3) Choosing types of games or competitions to play to receive the event information, and finally 4) Attending real-time events to meet new connections.

Fantasy meets reality Mystery & Thrill Playing & connecting with people in your community

Craves unique experience

Tech-Friendly

Wants to meet new people

Enjoys mobile games

Go-PopUp is the ultimate guide for upcoming pop-up events, stores, restaurants, bars, or galleries

pop N go seek is an events app for mobile and pop-up events.

COMPETITORS PeerSpace is a mobile marketplace for people to find unique, underutilized commercial spaces to host inspiring events at.

Silverpoint is an immersive app that tells the story of a fictitious character that leads players to level that unlock invites to real live experiences.

*Surprise Competitor

Competitor Segment Matrix Competitor Name: Go-PopUp Objective

(what is their networkâ&#x20AC;&#x2122;s value?)

- To keep an updated calendar of current and upcoming pop-up events and shops

Approach

(how do they create value?)

- Unique experiences through a mobile venue that can move at any time to anywhere - Making connections with new people -Promoting local individuals, products, and services

Site URL: www.popup-berlin.de

Members

(what categories do they fall in?)

- Targets like-minded individuals - Welcomes all groups and ages

Homepage

(what is the entry point to the network?)

- Both website and app access options - Choose your area of interest and then browse events

Lessons

(what they can teach us for our network?)

- Promote events for local artists, chefs, designers, etc. - Insight into how they visually represent events, etc.

Areas of Overlap

(where and how do we overlap?)

- Pop-up events create unique experiences and promote friendly interactions with strangers

Competitor Segment Matrix Competitor Name: Pop N Go Seek Objective

(what is their networkâ&#x20AC;&#x2122;s value?)

- To connect people to different unique events that are near them they may not have known about

Approach

(how do they create value?)

- Value was unsuccessful (i.e. failed venture)

Site URL: www.popngoseek.com

Members

(what categories do they fall in?)

- Welcomes all groups and ages

Homepage

(what is the entry point to the network?)

- Website - App no longer available

Lessons

(what they can teach us for our network?)

- Lack of monetary profit causes issues - Keeping users engaged and involved is key (i.e. graphics, interface, incentives?)

Areas of Overlap

(where and how do we overlap?)

- Connecting people to unique experiences

Competitor Segment Matrix Competitor Name: PeerSpace

*Surprise Competitor

Objective

(what is their networkâ&#x20AC;&#x2122;s value?)

- To help companies and individuals find one-of-a-kind short-term spaces to inspire their best work

Approach

(how do they create value?)

- Sign up is free - Booking made easy and convenient - Monetary profit is gained when users book a space - Peerspace gets a percentage from the host

Members

(what categories do they fall in?)

- Targets companies and individuals - Welcomes all groups and ages

Homepage

(what is the entry point to the network?)

- Both website and app access options - Choose your area of interest and then browse events

Site URL: www.peerspace.com

Lessons

(what they can teach us for our network?)

- How they visually represent their venues - Finding temporary spaces to host events through our network - Underutilized spaces could bring a unique spin to mystery events

Areas of Overlap

(where and how do we overlap?)

- Both focusing on means to host shortterm events

Competitor Segment Matrix Competitor Name: Silverpoint Objective

(what is their networkâ&#x20AC;&#x2122;s value?)

- To offer a mysterious take on real live experiences

Approach

(how do they create value?)

- Through a compelling and interesting way - Unlocking game levels to learn more event information - Monetary profit is unclear, likely solely funded by parent company, Absolut Vodka

Site URL: www.absolutesilverpoint.com

Members

(what categories do they fall in?)

- Targets like-minded individuals - Welcomes all groups and ages

Homepage

(what is the entry point to the network?)

- Both website and app access options - Ensure users are 21+ (birthdate required)

Lessons

(what they can teach us for our network?)

- Their gamified and storytelling process - How they visually represent a story - Heighten the mystery aspect

Areas of Overlap

(where and how do we overlap?)

- Immersive digital and physical experience - Levels of intrigue and mystery

SWOT Analysis

S W

- Diverse activities - Connect with friends and strangers - Calendar of pop-up events - Share events - Open to public to contribute to events - Limited to Berlin, Germany - Interface and graphics poor - Lack in quality of events because itâ&#x20AC;&#x2122;s open to the public and anyone can host

- Expand to more countries - Exclusive events that are open to only select few - Possibly having limited time to sign up

- Lack of year-round profit

SWOT Analysis

- Diverse activities - Connect with friends and strangers - Unique experiences

- Startup failed - app no longer exists

- Learn from mistakes and missed opportunities

- New pop-up platforms

SWOT Analysis

Peerspace

S W

*Surprise Competitor

- Temporary spaces at your fingertips - Connects host with extra resources (i.e. catering, furniture, etc.) - Easy event booking - Interface visuals

- Expensive venues - Only messaging available to contact host of space - Depends on availability of empty spaces in a given location

- Partnership with catering and furniture rental companies - Meet and greet with host of space and possibly provide introduction video

- People maybe worried of scams - Cheaper host platform(s)

SWOT Analysis

- Innovative way to invite strangers to events - Strong graphics - Immersive storytelling

- Advertised as as game - Event-levels may not be reached by player

- Player profile - Collaborate with local eateries and events

- Other avatar-like games - Other event platforms

SWOT Analysis

Masquerade

- Unique way of learning about spontaneous events - Virtual game of fantasy mixed with real-time exclusive events - Playing and connecting with people nearby - Personal event hosting opportunities

- People may be hesistant to join - mysterious appeal may be turn off - Not enough venues want to contribute to such an event

- Partnership with catering and furniture rental companies - Partnership with companies that contribute to night-life (i.e. hotels, transportation, alcohol vendors, etc.)

- Local community may not adapt well to type of experience - Other event platforms

Night.ly

Night.ly A location-based app focused on connecting users who identify with being a “night owl” or claim to be “nocturnal” with other users in this culture. Night.ly will afford users an opportunity to meet new people, find others interested in similar topics, and share idea--especially at night.

Interest &location based conection

Wants to meet new people

Identifies Identifieswith with/& enjoys being up late

Appreciates & familiar with social networks

Tech-savvy and familiar with tech trends

Safe way to interact with unfamiliar people Can alleviate & fill boredom or curiosity

Twitter is the largest free microblogging social network in the world.

Whisper is a free web and mobile app that allows users to anonymously post â&#x20AC;&#x153;secretsâ&#x20AC;? to & interact with others.

COMPETITORS Tinder is a free location-based dating social network focused on connecting users primarily on physical attractiveness through an easy-to-use app.

Omegle is a free online chat website that allows users to communicate with others without the need to register. The service randomly pairs users in one-on-one chat sessions where they chat anomymously.

*Surprise Competitor

Competitor Segment Matrix Competitor Name: Twitter Objective

(what is their network’s value?)

- Largest microblogging social network - Allows users from anywhere to find & follow topics, events, businesses, organizations or individuals of interests

Approach

(how do they create value?)

- Crowd-sourcing information about topics, events, and products in short 140-character “tweets” and then allowing that information to be searchable by respective keywords, hashtags and author

Site URL: www.twitter.com

Members

(what categories do they fall in?)

- There is no specific category of members - Anyone can create an account & utilize Twitter for themselves or an entity

Homepage

(what is the entry point to the network?)

- Can be accessed via web, mobile web, mobile app, SMS, or desktop app - Once user is registered then they can find a topic, individual, or entity their interested in or they can participate by posting a “tweet”

Lessons

(what they can teach us for our network?)

- Simpler is sometimes better (Less clutter and to the point)

Areas of Overlap

(where and how do we overlap?)

- Can connect people who’re interested in the same or similar topics - Needs users to be registered - Allows a platform for many different types of people

Competitor Segment Matrix Competitor Name: Whisper Objective

(what is their network’s value?)

-Providing a platform for users who want to express anonymous statements or “secrets” as well as create community amongst this secretive group.

Approach

(how do they create value?)

- Making users feel comfortable about sharing their secrets and thoughts to others.

Site URL: whisper.sh/

Members

(what categories do they fall in?)

- Anyone willing to participate in this secretive community through reading or posting anonymous statements.

Homepage

(what is the entry point to the network?)

- Web & Mobile app on Android and iOs - Once users create an account they are able to then post a “secret” or read others’.

Lessons

(what they can teach us for our network?)

- Users can appreciate particular niche areas they can feel comfortable and connect to others who understand and support their passions

Areas of Overlap

(where and how do we overlap?)

- Providing a platform for users to connect with others focused on a same or similar interest

Competitor Segment Matrix Competitor Name: Tinder

*Surprise Competitior

Objective

(what is their network’s value?)

- Allow users to meet and interact others they are attracted to in their location

Approach

(how do they create value?)

- Utilize location as a means to connect people who are interested in dating and providing them a platform that (aside from name and distance) doesn’t provide any self-identifying information the user doesn’t deem necessary

Members

(what categories do they fall in?)

- 18-50+ users who are interested in dating

Homepage

(what is the entry point to the network?)

- Once user has logged in with Facebook they can then set preferences on age, orientation, location and short bio about themselves to then begin “swiping” on potential mates

Site URL: www.gotinder.com

Lessons

(what they can teach us for our network?)

- Easy-to-use apps and concepts will gain higher popularity amongst users (i.e. “swiping” is a familiar action on apps and “x” and “heart” are easy to interpret as “not attracted to” and “attracted to”

Areas of Overlap

(where and how do we overlap?)

- Connecting people in a specific location

Competitor Segment Matrix Competitor Name: Omegle Objective

(what is their networkâ&#x20AC;&#x2122;s value?)

- A platform to connect users instantly to others whoâ&#x20AC;&#x2122;re interested in meeting new people either based on an interest or randomly

Approach

(how do they create value?)

- Providing a platform for users who want to randomly meet others to connect

Site URL: www.omegle.com

Members

(what categories do they fall in?)

- Anyone can use Omegle, although the market is typically younger users

Homepage

(what is the entry point to the network?)

- Web and mobile app - Once a user has opened the site it then affords them an opportunity to pick an interest or just chat randomly to be instantly paired in a chatroom with one other user

Lessons

(what they can teach us for our network?)

- There is a market for random 1:1 connections

Areas of Overlap

(where and how do we overlap?)

- Connecting users instantly either randomly or interest based

SWOT Analysis

S W O T 40

- Easy-to-use - Available on all major mobile platforms (Android, iOS, Windows Phone) - Allows users to â&#x20AC;&#x153;followâ&#x20AC;? relevant individuals, businesses, and even events & topics through hashtags and profiles - Free to use and download - Only focuses on 140-character tweets with attachments to pictures, videos, and links while other sites have clutter of games, ads, etc.

- Spam - Retention rate is low - Weak or insubstantial tweets

- Retention rate could be improved - Alleviate spam through verification methods

- Another microblog app could be created - Other sites stopping from allowing Twitter to use their content (i.e. instagram)

SWOT Analysis

S W

- Easy-to-use app - Available on all major mobile platforms (Android, iOS, Windows Phone) - Available on web - Allows users to share “secrets” or statements anonymously - Free app - Anonymity deters users away - Company still tracks users’ actions and posts, even though it’s dubbed to be anonymous

- Could allow users to post public or private instead or simply anonymously - Ways to monetize the app and “secrets”

- Anomymity doesn’t allow for users to get help, should they need it - Bullying, racism, and profanity can deter or push users away

SWOT Analysis

S W *Surprise Competitor

O T

- Easy-to-use (â&#x20AC;&#x153;swipingâ&#x20AC;?) app - Available on all major mobile platforms (Android, iOS, Windows Phone) - Desktop apps - Allows users to select multiple categories to identify with (male and female, a wide range or a shallow range for age and distance) - Free to use and download

- Not available on mobile web or web - Designed for 18+

- Could be available on mWeb and web - Appropriate branches for under 18 - Create and/or focus on other aspects of a person aside from looks (i.e. personality traits, fav foods, fav interests, etc.)

- Other apps (i.e. Coffee Meets Bagel) - Safety issues

SWOT Analysis

- Connects people anonymously or based on interests - Doesnâ&#x20AC;&#x2122;t require registration to participate - Free service - Allows users to utilize both web and mobile app

- Anonymity can sometimes deter quality interactions - Users can experience racism, bullying, and profanity

- Encourage users to register for more accountability and safety issues

- Safety issues - Users leaving for other apps

SWOT Analysis

S Night.ly

- The only network available in this niche - â&#x20AC;&#x153;Night owlâ&#x20AC;? is colloquial term most individuals immediately understand - Help build prefessional portfolios, find new friends, find work and income, find events, connect and strengthen communities

- There are so many networks that users may not want to add another to their current collection

- Offer physical meet-up opportunities

- Another network could be developed - Users may not enjoy their experience and could delete their account or become inactive

Competitor Segment Matrix Competitor Name:

Site URL:

Objective

Members

Lessons

Approach

Homepage

Collaboration Opprtunities

(what is their networkâ&#x20AC;&#x2122;s value?)

(how do they create value?)

(what categories do they fall in?)

(what is the entry point to the network?)

(what they can teach us for our network?)

In an initial effort to better understand the space and market for social networks our team created Competitor Segment Matrices. This matrix was made for each relevant competitor so we could easily dismantle the respective competitor to better evaluate their network objectives, who their users are, lessons we may be able to learn from their actions and progress, how theyâ&#x20AC;&#x2122;re interacting with their users, and ways our network had overlap or similarities with theirs. This allowed us to really dive into their overall network focus.

(where and how do we overlap?)

Key takeaway: Better understanding who our competitors are focusing on, how our competitors create value within their networks, and ways The Parlor overlaps and has similarities with these competitors.

SWOT Analysis

Strength Weakness Opportunities Threat 46

SWOT Analysis was an additional tool used to evaluate competitors in the social media space as well as our very own network, The Parlor. Representative of strengths, weaknesses, opportunities, and threats; this map allowed us to properly assess each competitive network and/or experience within these areas based on secondary research and self-reporting. In order to see what each competitor brought to the proverbial table we used this tool and essentially gauged where they lacked and thus where we could pick up or add. The strengths quadrant emphasized what each competitor was doing incredibly well and what our team should keep in mind. Weaknesses, however, provided us with areas we should hope to avoid and strengthen while creating our network. The opportunities space produced possibilities each could potentially incorporate and gain from. Lastly, threats gave our team perspective on what could harm or damage the networks and decrease the value for users; another such important area for our team to consider while creating a new and different network. Key takeaway: Understanding strengths, weaknesses, opportunities, and threats of not only our competitors, but also The Parlor.

Evaluating Design Concept Upon selecting Masquerade as the foundation from which to build on our team began more thoroughly constructing and evaluating this concept. Through additional secondary research we analyzed Masquerade with a SWOT Analysis, Social Network Flow, Business Model Canvas, Customer Segments & Events Model, Concept Moodboards, and finally use of Marty Neumeierâ&#x20AC;&#x2122;s ZAG: 17 Questions framework. Each of these tools better lead our team to our final delivery of what is now The Parlor. These tools were the beginning to making tough decisions about what needed to be added, subtracted, increased, and decreased so as to better appeal to our users.

Evaluating Design Concept Tools Overview

Concept Mood Board

Who are you?

What do you do?

Whatâ&#x20AC;&#x2122;s your vision?

ZAG 17 Questions We are passionate about connecting people & creating unforgettable experiences.

Social network that aims to be fun & engaging while helping to strengthen the local community & relationships.

Creating a hybrid experience of digital and physical opportunities that are transformative & immersive.

Culture Swap!

Night.ly

Masquerade

Chosen Concept

Masquerade is a gamified social network that includes exclusive events in a local area. This network aims to engage users through a digital app and later by hosting mysterious pop-up events for physical connections to be made.

Value Propositions

- Connecting with people through a unique, safe, and shared experience - Providing an entertaining experience through spontaneity, mystery, & thrill - Initiating an immersive opportunity to play & connect with your community

Social Network Flow The Game & Beyond - Visit virtual worlds of various historical settings to unlock real-time events - Choose types of games or competitions to play - Attend real-time events, make new friends, and stay connected - Gain points at events Watch an introductory video and join the experience!

Choose your demographic and create a profile.

Choose your level of mystery.

Customer Segments & Events Model In order to better understand each customer segment our team created this model to define what types of individuals fell under each of our four defined segments: Families, Young Adults, Professionals, and Optimistic Elders. In an effort to create a great network we wanted to really dive into the various and differing types of personalities that may fall under each. As a hybrid network, The Parlor aims to not only bring individuals together digitally, but physically as well. With that, understanding who our audience is will only help us to create better opportunities for users to connect both digitally and physically. Key takeaway: Clearly defining each of the four customer segments The Parlor had initially considered serving. 56

Concept Mood Board 1

Concept Mood Board 2

Concept Mood Board 3

Concept Reframe

The Parlor

ZAG 17 Questions 1 Who are you?

We are passionate about connecting people & creating unforgettable experiences.

2 What do you do?

Social network that aims to be fun & engaging while helping to strengthen the local community & relationships.

Whatâ&#x20AC;&#x2122;s your vision?

What wave are you riding?

Who shares your brandscape?

Creating a hybrid experience of digital and physical opportunities that are transformative & immersive.

-Gamification -Social networks -Hybrid networks (tech + physical)

Absolut Vodka Silverpoint -Perrier Secret Place -Meetup - Nearify - Grouper 63

ZAG 17 Questions 6 What makes you the only?

Add or subtract?

-Scalable (location focused)

-Subtract: Complexity

-Local community building & partnerships

-Add: Simplified features

-Variety of events/ opportunities

Who loves you?

Whoâ&#x20AC;&#x2122;s the enemy?

What do they call you?

How do you explain yourself?

Young adults who crave a unique experience and who enjoy mystery, and bonding with others.

-People not participating fully in our network -Other unique social network experiences

The Parlor

-Provide fun & engaging social network -Provide quality people & experiences

ZAG 17 Questions 12

How do you spread the word?

How do people engage with you?

What do they experience?

How do you earn their loyalty?

Extend success?

How do you protect your portfolio?

-Keep both app and events fun, engaging, & memorable.

Staying balanced (i.e. a perfect mix of social network, game, and events)

-Discount sites (i.e. Groupon, LivingSocial) -Advertising (i.e. print, media, etc.) -Social media -Local business -Word of mouth

-App -Events -Website -Social Media

Users join a network where they experience adventure, intrigue, and mystery through games, events, and peerto-peer interaction.

-Provide fun & engaging social network -Provide quality people and experience

-Welcome a wider target audience

Concept Mood Board As our team began grafting and building what is now, The Parlor, we created three different mood boards to convey different looks and feels for what our network could have taken on as a permanent theme. This was an initial and early discovery and brainstorming tool. Albeit some similar tones in two of the boards, each of our team members created and pitched different ideas to our group and a discussion and brainstorm was had about each. The first board, Masquerade, conveyed cool, darker colors and a sexy, secretive vibe. Next, was Carnival which, too, was sexy, but also intriguing and entertaining. The last, In The Moment, focused on bright colors, upbeat moods, and a sense of sharing and bonding â&#x20AC;&#x153;in the moment.â&#x20AC;? Key takeaway: Our team was able to discuss the many ways that The Parlor could take form so that it would build intrigue, mystery, connections, and entertainment.

ZAG 17 Questions

Who are you?

What do you do?

What’s your vision?

We are passionate about connecting people & creating unforgettable experiences.

Social network that aims to be fun & engaging while helping to strengthen the local community & relationships.

Creating a hybrid experience of digital and physical opportunities that are transformative & immersive.

Based on Marty Neumeier’s book ZAG, our team utilized his famed “17 Questions” to thoroughly evaluate our social network. Each question gave our team the opportunity to be clear, concise, and direct with what we are and what we are not, as a network. Attempting to bridge the gap between digital and physical, The Parlor, could have very easily become too overwhelming and wicked as we wanted to focus on not only connecting people digitally (social network), but engaging them through gamification (gaming), and then bringing those digital bonds to the forefront by providing a place and a space physically for user(s) to meet (events.) These questions gave us an easy to understand and follow means to identify exactly what we wanted The Parlor to be for our target audience. Key takeaway: Easy-to-understand method to define and evaluate The Parlor through “17 Questions” created by Marty Neumeier.

Defining Target Users Our next apparent step was to meticulously identify just who were our target users. We first began by mapping all possible profiles of our users through self-reporting and secondary research of “average” and “typical” users of our top competitor networks in a 2x2 User Analysis Map. Next, we detail each of the five main types of users through User Personas. Following User Personas our team attempted to better understand user needs through the creation of User Empathy Maps for each of the five users. Aligning with user needs, a Value Proposition Canvas was created to address how our network would handle those needs. Lastly, User Journey Maps were created to show the process each of these types of users would go through while interacting with our network.

Defining Target Users Tools Overview

Target Users Map

User Personas

Defining Target Users Tools Overview

The Value Proposition Canvas Value Proposition

Immersive | Imaginative | Local | Genuine

Customer Segment

YOUNG ADULTS - Jack, Eli, Suzette, Brad, Becca

having game-like activities inside the event open to new people & new experiences

properly diffusing the network having quirky opportunities to try something new VIP status

monitor gender ratio

Gain Creators

Gains

increase number of events

seeking relationship

hoping more exciting events in Savannah will arise

option to put on phone calendar

User Empathy Maps

meeting new women who enjoy being adventurous

relationship status in app or in real-life

interested in genuine connections &bonding

working hard in career for recognition create immersive designs

managing & balancing school and fun

Value Proposition Canvas

Products & Services

trying new and different things

ability to build profile

chic

co-create opportunities at event

private chat in app

story telling/ narration

membership incentives

Pain Relievers

classy attire required

Customer Job(s)

wants to settle down but women donâ&#x20AC;&#x2122;t take him seriously

unhappy with the lack of sophisticated trendy happenings events in Savannah in Savannah missing quality & enjoyable time with husband managing career, family, and friends Pains

user-friendly interface upscale environment

bringing aspects of city-life scale

immersive app experience package deals, promotions, & discounts for vendors

: Strategyzer AG The makers of Business Model Generation and Strategyzer

misses immersive environment of a city limited budget oftens stops plans to go out on the town

strategyzer.com

Target User Map

User Personas

User Empathy Map

User Personas

User Empathy Map

User Personas

User Empathy Map

User Personas

User Empathy Map

User Personas

User Empathy Map

Value Proposition Canvas Value The Proposition Canvas Value Proposition

Immersive | Imaginative | Local | Genuine

Customer Segment

YOUNG ADULTS - Jack, Eli, Suzette, Brad, Becca

having game-like activities inside the event open to new people & new experiences

properly diffusing the network having quirky opportunities to try something new monitor gender ratio

VIP status

Gain Creators

Gains

increase number of events option to put on phone calendar

meeting new women who enjoy being adventurous

hoping more exciting events in Savannah will arise relationship status in app or in real-life

Products & Services

interested in genuine connections &bonding trying new and different things

ability to build profile

chic co-create opportunities at event

seeking relationship

private chat in app

story telling/ narration

membership incentives

Pain Relievers

classy attire required

working hard in career for recognition create immersive designs

managing & balancing school and fun

wants to settle down but women donâ&#x20AC;&#x2122;t take him seriously unhappy with the lack of sophisticated trendy happenings events in Savannah in Savannah missing quality & enjoyable time with husband managing career, family, and friends Pains

user-friendly interface upscale environment

bringing aspects of city-life scale

immersive app experience package deals, promotions, & discounts for vendors

Customer Job(s)

misses immersive environment of a city limited budget oftens stops plans to go out on the town

Initial Overview

Discover

Download & Launch

- Choose ‘themed door’ - Read what mystery needs to be solved - Pass levels & unlock events

Join The Game

Set Up Profile

Play The Game

- Username & Photo - “About Me” short bio - Badges - History of events

- Click on users nearby - View profile & mutual friends/ interests - Message

- View messages - Join interest based chats - Find people

Learn About Events

Find People Nearby

- Get points at events - Update profile 85

Initial User Journey Map

User Moments Map DISCOVER & DOWNLOAD User Expectations

Threats Opportunity to Exceed Digital/ Physical Expectations Opportunity to Exceed Emotional Expectations

User Emotions

“I hope this isn’t just another social network.”

Threats Opportunity to Exceed Digital/ Physical Expectations Opportunity to Exceed Emotional Expectations

Expectations

PEOPLE NEARBY “I want to see other people in the network around me.”

Network sameness; No ZAG

Making the network too complex and not aesthetically pleasing.

Not having enough people active on the network-could be discouraging.

Intriguing marketplace & app store description with high-quality screenshots

Utilize outside plug-in’s to make the profile creation process quicker

Reveal others’ profile games played & badges

Reframe the “download experience”

Introductory video enticing users to join The Parlor

Reveal ‘status’ & personal interests

“This better be fun & keep me engaged.”

Curious & Indifferent

Intrigued & optimistic

Surprised

Game isn’t fun and/or it’s too complicated to play

AFTER THE EVENT Expectations

LAUNCH & CREATE PROFILE “I’m hoping this network will be easyto-use and I’ll be able to jump right in.”

“I hope to see some of my “friends” from the event back online.”

ATTEND THE EVENT “This event better be good. I’m expecting to see all of my network “friends” here.”

MESSAGES

PLAY THE GAME

Intuitive design and active use of sounds to engage the user.

“Really hoping I will have stimulating conversations.”

Inviting friends & playing competitively.

Not engaging in conversations and/ or unsure how to begin or maintain a conversation

Thrill

Users stop using The Parlor

The event isn’t quality

Allowing users to provide feedback and review their experiences

Reminding and alerting users about upcoming events and informating them of their network friends who will be attending.

Personalized incentive roll-over (i.e. “You had a martini tonight, enjoy a free one on us at our next event, Eli”

“We’re so glad you made it, Ploi.” GPS notifications of friends attending the event.

Allow users to express emotion through emojis/share “moment” with others (i.e. pictures, video, etc.)

Reminiscent

Enthusiastic/ Congenial/ Approachable

Bored/ Happy/ Excited

Offer topics of interest and/or ways to begin the conversation

Social Network Survey

The following survey results is based off approximately 50 people

Context for WHO our users are

Understanding who our users are will help us to better create a holistic system and features that will better serve their social networking needs.

Gender

Male Female Other

32.7% 67.3% 0%

Relationship Status

Single Dating Married Divorced

52.1% 29.2% 18.8% 0%

Do you appreciate mystery, thrill, or suspense?

Yes No Indifferent

63.8% 17% 19.1%

How often do you play mobile games?

0-5 hours/per week 73.8% 6-10 hours/per week 21.4% 11-20 hours/per week 2.4% 20+ hours/per week 2.4%

Almost 64% of respondents do appreciate mystery, thrill, and suspense which gives our team encouragement to continue moving forward with a network in which these concepts can not only connect them, but potentially keep them engaged. 95

Social Network Survey

Context for the types of connections our users are interested in Understanding the types of connections that are preferred among our target audience so that we can facilitate those types of interactions within our social network.

What kinds of connections are you most interested in making?

Friendly Intimate Meaningful Shared Interests Professional I don’t want to connect with people

68.1% 12.8% 31.9% 48.9% 31.9% 8.5%

Have you met up with someone in person you met digitally?

No Yes

59.6% 40.4%

From our responses, we see the majority of users want to focus on creating new friendships and connecting with others who have similar interests. Our team can now interpret this data to better create opportunities in which users can better find and locate users who are also seeking friendly connections based on shared interests. Additionally, it’s important to note that a good portion of users were also interested in creating both meaningful and professional connections. Although digital dating has been a hot topic in recent years, only a small part of survey respondents are actually focused on finding intimate connections. Our users are also revealing that nearly half of them have met up with people physically to reinforce their digital connections, so the “hybrid” space we are looking into has promising potential.

Social Network Survey

Context for how our users spend their free time Understanding how our users are spending their time provides us the ability to generate ideas about how to keep users engaged, both digitally and physically.

What do you do in your free time?

Netflix and chill Hulu and commitment Hottest bar or club Sleep or nap Pass time online or on social networks Other

How often do you go out and socialize?

53.2% 10.8% 12.8% 40.4% 61.7% 14.9%

0-1 days/nights a week 2-3 days/nights a week 4+ days/nights a week Once or twice a month Other

47.8% 26.1% 4.3% 21.7% 0%

How often would you like to go out and socialize?

0-1 days/nights a week 2-3 days/nights a week 4+ days/nights a week Once or twice a month Other

19.1% 42.6% 19.1% 19.1% 0%

The majority of responses were “Passing time online/on social networks” and “Netflix and chill.” We can, of course, infer that most users find themselves primarily on social networks as a cure for boredom and/or pockets of available time. Additionally, when users are not focusing on their mobile devices and friend networks they’re spending time relaxing, perhaps at home, taking to movies and television series for entertainment during their free moments. What is the real reason(s) users are spending so much time at home or on their mobile devices--while the majority of them answered that they would prefer to be out and socializing 2-3 days/nights a week? Is it because of finances? Unsure what to do/where to go? No one to go with? 97

“Testing the Waters”

Context for what our users think about existing social networks Understanding what our users do and do not like about social networks in order to generate solutions that minimize pains and maximizi on the gains.

What would you add or subtract from social networks if you could?

Eliminate Unwanted Connections

Remove Ads

Top 3 5 responses for shared interests 4 responses for professional interests “Lack of nocturnal plans.”

Increase Privacy Settings

Value Proposition

Immersive Genuine

Imaginative Local

We established value propositions to quickly and easily sell the value of utilizing our network. Each statement is concisely packaged to inform users and other interested parties of how our network not only differs from others, but why using our network will be of interest or relate to them. From these statements we moved on to solidify the core themes or ideas of The Parlor into Immersive, Imaginative, Local, and Genuine. Each theme describes a core foundational piece for what we hope and expect The Parlor will bring to the social media market space. Key takeaway: Creating and identifying concise core foundational statements and themes for which The Parlor will bring to the social media market.

Target User Map Intending to better understand the opportunity space for potential users of our network, our team created a Target User Map from current social media sites. Here, we attempted to map as many instances and ‘identities’ as possible of current users’ social media style. Each identity better describes the user’s’ actions, behaviors, and interactions within and with others on the site. Sites that were taken into consideration included Facebook, Twitter, Instagram, Snapchat, and LinkedIn to name a few. This was an activity in which our team brainstormed and provided internal scenarios for each identity to be mapped. This was an initial activity for our team to understand where an opportunity space(s) could be for our target users. Key takeaway: Opportunity space for The Parlor’s user-base and target audience. From this map, we were able to create 5 potential personas who might use The Parlor.

100

User Personas As a means to better understand and constantly consider our users our team created five different Personas. Through the eyes of Jack, Eli, Suzette, Brad and Becca we have been able to more thoroughly analyze pieces of our project as it relates to users. Jack represents the “night owls” who appreciate and enjoy all aspects of nightlife. This includes drinking with friends, meeting new people, exploring new venues, trying new things, and entertainment. Eli embodies an “urban creative” style who earns a living as a freelance designer and partakes in eco-friendly and sustainable practices such as recycling and bicycling to cut down on footprint. Suzette serves as a representative for the “sophisticated homebody” personality style who doesn’t find herself out in the night scene often as she’s not impressed with current offerings or individuals she seems to find in those scenes. She’s seeking a more mature and cultured environment. Brad is our young and outgoing “sports fanatic” who loves a good time out almost as much as competition. You’ll find him yelling with pride at local bars with friends when his team is on or at home playing 2K16. Lastly, we have Becca; our mature, working mother of one. Becca is a fun-loving spirit who wants to find a cosmopolitan environment for her and her friends and husband to enjoy in her free time. Key takeaway: Understanding diverse user personalities types and their needs will allow The Parlor to be a stronger network and provide features relevant to each personality type.

101

User Empathy Map Affording a deep dive into the lives of our users, the User Empathy Map, provided us not only a platform to consider more deeply about our target audience, but also their environments. This map is broken down into six areas: Think and Feel, See, Say and Do, Hear, Pain, and Gain to achieve this previously stated goal. Beginning with the topmost area, Think and Feel, this section focused on the respective user(s) thoughts, feelings, what topics/individuals/ issues were most important currently and any preoccupations or main activities. Moving clockwise to See, where through the user(s) eyes our team brainstormed and discussed the environment that our user(s) would encounter, their friendsâ&#x20AC;&#x2122; actions and environments, and even the respective market(s) they may be in (i.e. business, field of study, etc.) Next, Say and Do, is where we narrowed down their attitudes towards others, demeanor, and interactions and behaviors in public. Following Say and Do is Hear. This is the area where we can evaluate what our user(s) are hearing from any influencers such as family, bosses, co-workers, friends, etc. Next to last is Pain where our team focused on any issues, obstacles, and frustrations the user(s) may be experiencing. Lastly, Gain is our final area to evaluate as we discussed any wants and/or needs the user(s) have, any obstacles in the way of any goals, and how the user(s) measure success. Key takeaway: How to empathetically evaluate users to understand their network, environment, goals, frustrations, and challenges objectively before focusing on our network, The Parlor. 102

Value Proposition Canvas

The Value Proposition Canvas Value Proposition

Immersive | Imaginative | Local | Genuine

Customer Segment

YOUNG ADULTS - Jack, Eli, Suzette, Brad, Becca

having game-like activities inside the event open to new people & new experiences

properly diffusing the network having quirky opportunities to try something new VIP status

monitor gender ratio

Gain Creators

Gains

increase number of events option to put on phone calendar

meeting new women who enjoy being adventurous

hoping more exciting events in Savannah will arise relationship status in app or in real-life

Products & Services

interested in genuine connections &bonding trying new and different things

ability to build profile

chic co-create opportunities at event

seeking relationship

private chat in app

story telling/ narration

membership incentives

Pain Relievers

classy attire required

working hard in career for recognition create immersive designs

managing & balancing school and fun

Customer Job(s)

user-friendly interface upscale environment

bringing aspects of city-life scale

immersive app experience package deals, promotions, & discounts for vendors

: Strategyzer AG The makers of Business Model Generation and Strategyzer

A two-part evaluative tool, The Value Proposition Canvas breaks down into separate sections; your service and your user(s). This tool can be seen as a checklist, if you will, for businesses as on one side are the user(s) issues, progress, and expected tasks and on the other how your service can/will operate. Ideally, if your service can alleviate all user issues, continue building on user progress, and afford user tasks to be easily completed then your service is doing exactly what is expected. If not, this is definitely a tool that can be used to plan future iterations, timelines, and projected visions for the company in order to accomplish the previously discussed â&#x20AC;&#x2DC;checklist.â&#x20AC;&#x2122;

misses immersive environment of a city limited budget oftens stops plans to go out on the town

strategyzer.com

Key takeaway: Clearly defining user(s) challenges, progress, and tasks while also mapping these to how The Parlor can alleviate challenges, advance progress, and accomplish tasks.

103

104

Competitor Research & Analysis Attempting to better understand the business landscape, we performed additional secondary research in which we identified five top competitors to compare and contrast our concept against. Through the creation and use of a Value Proposition Analysis Model, 4-Action Framework model, and an updated User Journey our team was able to benchmark who we are and what we offer as compared to our competitors.

105

Competitor Research Tools Overview

Add

Download App/ Visit Site

Face-to-Face rest | Al Inte la g

RSVP Meetup

Invite others/ allow others to use it

Join Meetup

User Journey

Chat with others Create a Meetup

Attend a Meetup

106

Improvement

Comraderie

Value Proposition Analysis Local

Revitalize

iverse

Start a Meetup

Increase

-Proof of â&#x20AC;&#x153;revitalizingâ&#x20AC;? -Matching groups with sponsors -Local presence -Group membership accountability

-Awareness of culture promotion -Revitalizing local community -Promote local sponsors

-Pressure of user-driven (Identify

-Amount of inactive users -User-contribution

4-Action Framework

untapped/ untouched meetup areas)

Subtract

Decrease

Top 5 Competitors

Meetups are neighbors getting together to learn something, do something, or share something.

Siverpoint is an immersive app that tells the story of a fictitious character that leads players to levels that unlock invites to real live experiences.

An immersive and unconventional way to market the drink Perrier in which users uncover clues to find a hidden bottle of Perrier.

Grouper is a social experience designed to connect friends of friends for dinner and drinks.

Nearify is your guide to finding fun, music, concerts, your favorite plays, festivals all at one place.

107

108

Competitor Research User Journey Map

Download App/ Visit Site

Start a Meetup

Invite others to the group Attend a Meetup

Join & RSVP to Meetup

Chat with others

Create a Meetup 109

Competitor Research Value Proposition Analysis

Face-to-Face |D

Improvement

Camaraderie

The ability to find and â&#x20AC;&#x153;meet upâ&#x20AC;? with others of diverse backgrounds of various ages is the strongest appeal of MeetUp.

Local

110

Revitalize

e ivers

Of the 5 pillars our team identified to be core values of MeetUp, we thought Camaraderie to be the strongest.

rest | All a e t n ge I s

Competitor Research 4 Action Framework

Add

Increase

-Proof of â&#x20AC;&#x153;revitalizingâ&#x20AC;? -Matching groups with sponsors -Local presence -Group membership accountability

-Awareness of culture promotion -Revitalizing local community

-Pressure of user-driven

-Amount of inactive users -User-contribution

(Identify untapped/ untouched meetup areas)

Subtract

Decrease 111

Competitor Research User Journey Map

Download App

112

Play Games

Collect Clues

Solve Game

Attend Event

Competitor Research Value Proposition Analysis

Creative Intriguing

f erent | Imme f i D rs

A creative experience designed to promote the Absolut Vodka brand and limited edition Andy Warhol Silverpoint Collection Vodka, Silverpointâ&#x20AC;&#x2122; strongest pillar is Storytelling.

| ive

Storytelling

Engaging

Promotional

113

Competitor Research 4 Action Framework

Add -Profile -Different cases to solve -User option in game -Additional events -Local business partners -Custome Liquor -Non-alcohol -Advertise (option)

-Locked events -Missing woman story Subtract 114

Increase -Target audience (age, demographic)

-Awareness -Platform (iPhone only) -Grasp of nightlife scene

-Alcohol advertisement -Complexity -Abstract Decrease

Competitor Research User Journey Map

Play Game

Collect Clues

Enter for a Chance to Win Contest

115

Competitor Research Role play

Fantasy

Unique

Promotional

Gamified

116

rsion

An immersive and unconventional way to market their brand, Perrier created a marketing campaign in which users could role-play and select characters to play along with a story set in Paris in order to uncover clues to find a hidden bottle of Perrier. Leading us to believe their strongest value is Fantasy.

ti o

| na l

Uncon ve n

Value Proposition Analysis

Competitor Research 4 Action Framework

Add

Increase

-Continued app support -Local/ additional events -Personal profile/ Avatar

-More themes/stories -Diversity

-Character complexity

-Promotional -Exclusivity -Characters

(overwhelming, jumping to/ from)

Subtract

Decrease 117

Competitor Research User Journey Map

Select People

Download App

Join a Group

Select Time/ Date

Pay for Event

118

Attend Event

Competitor Research Value Proposition Analysis

Pla c

eople | Valid P ati e|

Trust A unique social experience designed to connect friends of friends, Grouperâ&#x20AC;&#x2122;s strongest pillar of 4 core pillars is Trust. Users instill much trust into Grouper by allowing the network to pair them with suitable individuals, book a fun location, and provide credit card information to pay in advance for the first round of drinks for the Grouper outing.

Familiar

Stress-free

Spontaneous

119

Competitor Research 4 Action Framework

Add -More sign up options (limited to Facebook)

-Renews (for validation) -24-hour chat window -Event recommendations -Option of gender preference

-Pre-selected times dates (allows group to pick/ choose, pre-selected spots)

Subtract 120

Increase -Locations -Information of users/ define profiles

-Secrecy Decrease

Competitor Research User Journey Map

Download App

Select 10+ Interests

Select your Location

Search Events/ Places/ Channels/ Artists

Attend Event

121

Competitor Research -to-use | Em y s a p |E

e ow ers r us

Inter est

Value Proposition Analysis

User-Centered

Our team identified User-Centered as the most important pillar of Nearifyâ&#x20AC;&#x2122;s value proposition. Priding themselves on being user-focused, Nearify requests feedback to constantly improve the networkâ&#x20AC;&#x2122;s experience for their end-user.

Local & Global

Empowerment

Awareness

122

Competitor Research 4 Action Framework

Add

Increase

-Event accountability -Feedback after event/ incentive -Friends going

-Amount of places

-“Do you like Nearify” on each page

-Complexity -Info in feed (clutered)

Subtract

Decrease 123

User Journey

Download App/ Visit Site

Start a Meetup

RSVP Meetup

Invite others/ allow others to use it

Join Meetup Chat with others Create a Meetup

Attend a Meetup

124

This analysis of how our user(s) would interact with our network included what devices they utilized, how often, and what their ultimate goals are at their current position in life. Although some overlap may and will occur, ideally this “journey” is and will be different for each user based on these previously mentioned factors. Distractions (i.e. Becca’s young daughter) were also considered.

Key takeaway: Equipped our team with a means to clearly and explicitly define and depict how our users would walk through and utilize The Parlor.

Value Proposition Analysis Top Competitors Value Propositions

rest | Al Inte la g

Local

Comraderie

iverse

Improvement

User-Centered

Face-to-Face

Camaraderie Storytelling Trust Fantasy

The Parlor Value Propositions

Local Imaginative Genuine Immersive

Revitalize This original tool we designed helped us to understand what our competitors valued most and how The Parlor stacked up against the strongest and best value propositions of our competitors. 125

Value Proposition Analysis (continued)

Face-to-Face es

rest | Al Inte la g

Local

126

Comraderie

Revitalize

iverse

Improvement

A unique and original tool, our team created this method as a means to assess the heart of our competitorâ&#x20AC;&#x2122;s product offerings. Utilizing our secondary and primary research as well as self-reporting data gathered we created core value pillars for each respective competitors. Once all pillars had been created we then went back to each competitor and discussed then selected which of those created was the most strong and why. Next, we took each one of the strongest pillars from our competitors--Camaraderie, User-Centered, Storytelling, Trust, Fantasy, and mapped and compared against and onto our current value proposition map: Local, Genuine, Immersive, and Imaginative. Key takeaway: Descriptive method to thoroughly deconstruct how respective competitors could improve their product offerings and currently were not provided our team many advantages to consider as we further refine our network.

4-Action Framework

Add

Increase

-Proof of “revitalizing” -Matching groups with sponsors -Local presence -Group membership accountability

-Awareness of culture promotion -Revitalizing local community -Promote local sponsors

-Pressure of user-driven (Identify

-Amount of inactive users -User-contribution

untapped/ untouched meetup areas)

Subtract

Used as a key tool to deconstruct our competitors, the 4-Action Framework allowed us to evaluate each of our top 5 competitors in four different ways: Add, Subtract, Increase, and Decrease. This evaluative tool allowed us to take our secondary and primary research as well as self-reporting data gathered and collaboratively dissect each respective competitor. Add provided us a space to list any additions a rival could potentially include to better their experience. Subtract presented a section to generate any features or aspects that needed to be removed from the competitor completely as the aspect wasn’t beneficial to users. Increase catalogued what components each competitor could improve or enhance in order to better their product or service offering. Lastly, Decrease provided space to do just the opposite of Increase; what could be reduced to better the product.

Decrease

127

128

Business Model Generation An effective means to compartmentalize and break down our initial efforts at business model generation our team used the Business Model Canvas. The Business Model Canvas breaks down a business or service into 9 key areas: Key Partners, Key Activities, Key Resources, Value Proposition, Customer Relationships, Channels, Customer Segments, Cost Structure, and Revenue Streams. Each focused area better afforded our team a means to grasp what factors should be considered when realistically thinking of our network into a real business.

129

Business Model Canvas Tools Overview

The Business Model Canvas Key Partners

Restaurant Transportation Health & Wellness City Lounge/ Bar Hotel Theater Funiture Event Planning Park Spa

Designed for:

Date:

Version:

Key Activities

Value Propositions

Customer Relationships

Customer Segments

â&#x20AC;&#x153;Community buildingâ&#x20AC;? - Plan Events - Ticketing - Marketing - Game Development

- Connecting with people through a unique, safe, shared experience - Providing an entertaining, spontaneous experience that is thrilling/ mysterious - Initiating an immersive exploration of your community and building relationships

Personal Assistance: Customer Service Realtime Chat Co-creation: Event Requested? After Sale Service (feedback) Automated Service Communities

Young Adults foodie sports fanatic sophicicated homelonely night life urban creative Professional young new team old Family single parent cheaper by the dozen new yuppies diverse/ divorcee Optimistic elder start over 60s active lifestyle new friend socialities

Business Model Canvas

Key Resources

Channels

Money (cash) Spaces/ Venue Participation: Communication & Users Technology Developers Transportation License/ Permit?

- Groupon/ Livingsocial - Print ads around city - Notification sent thru wifi from stores, shop, etc. - Local Business Promotion - Social Media

Cost Structure

Value driven: - exclusive events

Revenue Streams

Cost driven: - economies of scale (more people, cheap price per person) - find a way to put money back into the community

1st event free

- Tiered Pricing Based on: Membership, Time, Demographics $ ticket $5-10? free app & drink

$$ (Membership) monthly membership discounts on drinks & local host discounts

$$$ (VIP) ticket $20? invite others to get points, complementary items

This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit: http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.

130

The makers of Business Model Generation and Strategyzer

strategyzer.com

Initial Business Model Canvas The Business Model Canvas Key Partners

Restaurant Transportation Health & Wellness City Lounge/ Bar Hotel Theater Funiture Event Planning Park Spa

Designed for:

Version:

Value Propositions

Customer Relationships

Customer Segments

â&#x20AC;&#x153;Community buildingâ&#x20AC;? - Plan Events - Ticketing - Marketing - Game Development

Personal Assistance: Customer Service Realtime Chat Co-creation: Event Requested? After Sale Service (feedback) Automated Service Communities

Key Resources

Channels

Money (cash) Spaces/ Venue Participation: Communication & Users Technology Developers Transportation License/ Permit?

- Groupon/ Livingsocial - Print ads around city - Notification sent thru wifi from stores, shop, etc. - Local Business Promotion - Social Media

Revenue Streams

Cost driven: - economies of scale (more people, cheap price per person) - find a way to put money back into the community

Date:

Key Activities

Cost Structure

Value driven: - exclusive events

1st event free

- Tiered Pricing Based on: Membership, Time, Demographics $ ticket $5-10? free app & drink

$$ (Membership) monthly membership discounts on drinks & local host discounts

$$$ (VIP) ticket $20? invite others to get points, complementary items 131

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BusinessTheModel Canvas Business Model Canvas Key Partners

Key Activities

Value Propositions

Customer Relationships

Customer Segments

- Personal Assistance

- Young adults age 21-39

- Restaurants

- Connecting users

- Local

- Lounges, bar, & nightclubs

- Engaging users through storytelling and gamiﬁed

- Imaginative

- Event planners - Theater - Furniture

- Member events - Marketing

- Genuine

- Professionals

- Communities

- Families

- Community involvement Imaginative

Key Resources

- Health & wellness

- Financial capital

- City oﬃcials & oﬃces

- Venues

- Hotels

- Automated Service

- Elders

- Spa - Transportation

- Co-creation

- Immersive

- User participation & engagement - Technology

Local

Genuine

Immersive

Channels

- Print Ads - Social Media - Press Release - Local Business Promotion

- App & Game Developers - Licences/ Permits Cost Structure

- Value-driven: high quality experience - Fixed coats - Variable costs

Revenue Streams

- Advertising - Member Event Ticket Sales First event: Free Second event: Value Level($) Member Level ($$) *subscription opportunity VIP Level ($$$) *subscription opportunity

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Customer Segments

If given more time: Professionals Families Elders

Young adults

Wanting to have the greatest impact, our team chose the young adult segment to initially focus our social network on. Ranging from 21-39 year olds; we felt our goals would align more closely with users in this target range. From technology used to engagement in the social space our team knew this was the ideal customer segment to focus on.

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Value Propositions Imaginative Genuine Always focusing on our users to make friendly and meaningful connections, we wanted genuine as a foundational core piece to The Parlor. We expect our users to not only make an appearance to our events, but to really interact and engage with others through the safe and immersive environment we provide them with. With this, we are taking every precaution possible to ensure our users never worry about their privacy or security while utilizing our network.

Local Wanting to help build and foster relationships within a community and partner with local establishments and businesses, The Parlor knew that local would be a key pillar in our value propositions to better serve our users. Currently focused on Savannah, Georgia our future vision is to expand to other cities in which our team hopes to continue building relationships and leveraging the assets each respective city has to offer.

Unlike other popular social media experiences, very few have their own personalities and moods. We wanted our users to immediately tap into their imaginations once they digitally experienced The Parlor thinking what The Parlor might look like in person. We wanted to create this with a mysterious and intriguing vibe to allure our target audience.

Immersive In order to create an environment, both digitally and physically, for users to be imaginative we knew The Parlor would need to be immersive to do this. We sought immersion as a key pillar to bring our dream of The Parlor alive and to initiate memorable experiences for our users.

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If given more time: Local Business Promotion

Channels Print Ads

As a very traditional means of marketing, The Parlor, will utilize physical advertisement in local media to transmit and create awareness of our new social network experience for young adults in Savannah, Georgia. This may include newspapers, local magazines, and flyers.

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Social Media

A free and easy opportunity to create awareness among young adults, especially, is to utilize various forms of social media to manage and market The Parlor. Weâ&#x20AC;&#x2122;re looking to focus on Facebook and Instagram initially, while others may follow later.

Press Release

To provide instant publicity for our network, The Parlor, will create a press release in which we would disseminate to all major media outlets in the Savannah, Georgia area. This would provide us news coverage and immediate awareness to all who watch, listen, or read in our initial launch city.

Customer Relationships

If given more time: Co-Creation Automated Service Communities

Personal Assistant

With the user always at the center of our service and designs, we want to afford our users with opportunities to call and speak to a representative should they have any issues. We also want to afford other ways of contacting The Parlor should any questions or issues arise like email and live chat.

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Revenue Streams Advertising

Member Events Ticket Sales

First Event: Free Second Event: A large revenue opportunity for The Parlor is through advertising. Allowing related companies to advertise to our members will be a common, but fairly easy means of profit. There are various opportunities for profit (i.e. size of ad, time ad is allowed to display, click-throughs, etc.) This could include local businesses, night clubs, food and beverage partners, etc.

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Value level ($) Entry into the event and first drink included in ticket price. Ideal for the casual member. Member Level ($$) Subscription Opportunity Entry into the events monthly and discounts on food and beverages. Ideal for the regular member. Premium Level ($$$) Subscription Opportunity Entry into the events monthly and discounts on food and beverages. VIP members receive complimentary items and are allowed to bring guests benefit. This package is ideal for the premium member.

Key Resources Financial capital

Venues

User participation & engagement

Like any beginning company, The Parlor, will require financial capital to begin our company. Monetary funds will allow us to pay developers, properly market and advertise, rent venue space, pay for any equipment, food, or fees necessary, and of course, compensate our team.

In order to provide the physical aspect of our network, we will require venue space in which members will be able to gather and socialize. These venues could be rented or part of partnerships through local businesses. Regardless of how we acquire these, these spaces will be a key resource for The Parlor to properly execute our hybrid social network experience.

One of the most important aspects of The Parlor will be the user participation. Participation and engagement from our users and local venues is key for our social network to thrive. Without their engagement The Parlor would solely be a website or app with a unique theme. The goals of The Parlor will ultimately be attracting and retaining users.

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Key Resources

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Technology

App & Game Developers

Licenses/Permits

In our very digital society, itâ&#x20AC;&#x2122;s very important to consider the platform for which we will be interacting with our users. We are choosing to focus on a mobile application available to as many mobile platforms (i.e. iOS, Android, Windows Phone, Blackberry) as possible to cast a wide net. A web presence is also likely for users to learn more about us and be directed to download our app from their respective mobile stores.

Along with users having smart devices in order to interact with our social network, we will need app and game development in order to actually create the app users will download. Development will be vital in making sure our network has the key functionalities our team has envisioned.

Although at the current time, The Parlor, isnâ&#x20AC;&#x2122;t providing any food or alcohol in our name, we will likely still require various operating permits to operate in Savannah, Georgia. This is a technicality that we have considered and important if we want to provide the hybrid experience we hope to, legally.

Key Activities Connecting users At the core of The Parlor is a social network. Albeit unique and hybrid, it is still a network of users wishing to connect to others. With this, a main activity and priority will be that of connecting users to others through a user-centered application.

Marketing As a new network launching in Savannah, Georgia, weâ&#x20AC;&#x2122;ll need to carefully and strategically market ourselves to not only create awareness, but to also market our unique, mysterious, and hybrid experience correctly to our audience.

If given more time: community involvement

Engaging users through storytelling and gamification As a key part of our unique experience, The Parlor, wanted to provide an immersive digital experience and a gamification aspect to our social network to provide an additional means of engagement and fun for our users.

Member events Our team wanted The Parlor to have both a digital and a physical experience. With that, a key activity will include planning and successfully executing exclusive member events for our users to physically strengthen their digital bonds with their respective networks.

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If given more time: Theater | Furniture | Spa Transportation | Health & wellness City officials & offices | Hotels

Key Partnerships Restaurants

Lounges, bars, & nightclubs

Member events

Restaurants would be ideal and beneficial partnerships for The Parlor. This would not only allow us to host events at these known and established locations, but it would bring new revenue and potentially even new patrons to these locations.

Catering to individuals aged 21-39, another beneficial partnership for The Parlor would include that of lounges, bars, & nightclubs. These locations usually provide a socially lubricated environment in which users would have access to adult beverages, often times food, and a comfortable environment (i.e. music, easily accessible seating, bathrooms, parking, etc.)

Aiming to be a hybrid network of creating digital connections and then strengthening those bonds physically at exclusive events; The Parlor would find benefit, at least initially, considering partnerships with event planners. These planners would provide a deeper understanding of what it takes to create, host, and successfully execute our member events.

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Cost Structure Value-driven The Parlor aims to create a sophisticated environment both digitally through our network and physically at our member events. With this, we hope to both sell and send this message of class, elegance, and culture to our guests to provide something entirely new for our users. Not as worried about cutting costs, this Value-Driven model is mainly focused on creating a high quality experience.

Fixed Costs: Salaries Website hosting fee Initial app development costs Office Space

Variable costs: App maintenance Event costs (i.e. promotional fees, rental fees, furniture, equipment, etc.) Marketing Bills at Office Space

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Business Model Canvas

The Business Model Canvas Key Partners

Restaurant Transportation Health & Wellness City Lounge/ Bar Hotel Theater Funiture Event Planning Park Spa

Designed for:

Date:

Version:

Key Activities

Value Propositions

Customer Relationships

Customer Segments

“Community building” - Plan Events - Ticketing - Marketing - Game Development

Personal Assistance: Customer Service Realtime Chat Co-creation: Event Requested? After Sale Service (feedback) Automated Service Communities

Key Resources

Channels

Money (cash) Spaces/ Venue Participation: Communication & Users Technology Developers Transportation License/ Permit?

- Groupon/ Livingsocial - Print ads around city - Notification sent thru wifi from stores, shop, etc. - Local Business Promotion - Social Media

Cost Structure

Value driven: - exclusive events

Revenue Streams

Cost driven: - economies of scale (more people, cheap price per person) - find a way to put money back into the community

1st event free

- Tiered Pricing Based on: Membership, Time, Demographics $ ticket $5-10? free app & drink

$$ (Membership) monthly membership discounts on drinks & local host discounts

$$$ (VIP) ticket $20? invite others to get points, complementary items

strategyzer.com

Beginning with Key Partners, we identified who would vital to our network’s success. Each partner would enhance and increase the value of The Parlor through different aspects. Next, we determined what Key Activities would be necessary to make The Parlor stand out from competitors. Following Key Activities were Key Resources in which we described what resources and support we would need to operate. Then we established our Value Proposition which clearly and easily defines what value The Parlor brings to our target audience. Next, we defined how we wanted to interact with our customers through our Customer Relationships. After Customer Relationships came Channels in which we identified what routes we wanted to utilize to reach our users. Following Channels, we focused on Customer Segments in which we determined the various customer groups we were interested in serving. From this we moved into Cost Structure which allowed our team to think about how our users could pay to utilize our network. Finally, we ended with Revenue Streams which provided us an opportunity to consider how funds would flow into our network to help us sustain and enhance our service. Key takeaway: Concise and easy-to-read means of breaking down The Parlor into the most important aspects a business should have in order to thrive.

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145

146

Prototyping & User Testing

Our secondary research on competitors, users, and business model opportunities lead us to the creation of our initial prototype. Eagerly awaiting feedback from our target users, our team hosted a workshop in which we walked users through three stations: 1) pre-screen to understand users social media usage, 2) prototype app in the walkthrough, and finally 3) post-walkthrough questionnaire on what users would like to keep or improve. This feedback was later affinitized and insights were created to then iterate and improve this first-round application. Our next step was to improve the app and provide an app overhaul. Once completed, we simulated a Salon; the exclusive meetup for our network members. Once again, we used this opportunity to not only mingle with our target audience, but also provide prototype walkthroughs and receive feedback. Finally, this feedback was turned into insights which helped us forecast the future of The Parlor.

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Facebook

148

Initial Prototype Idea

149

Second Prototype Idea

150

Prototype No.1

Waiting

Comfirmation

Welcome

151

Prototype No.1

Profile

152

Home

Chat

Prototype No.1

Settings

Events

Hidden Object Page

Event Revealed

153

Workshop

154

Workshop

155

Workshop

156

Affinitizing Insight Process

Yellow: Data Points

Blue: Level 3 Insights

Pink: Level 2 Insights

Green: Level 1 Insights

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158

Blue: Level 3 Insights I want the navigation to b e easier.

I like the soft color palette.

I wish the Pa would allo rlor w me to brin g non-memb er to events.

I am confused about where to click.

I would like to see more communication features for who Iâ&#x20AC;&#x2122;m attracted to or be friend.

The Parlor looks old timed and dated.

The Parlor looks luxurious.

The Parlor looks intimidating.

The Parlor has a mysterious ambience.

The Parlor makes me like Iâ&#x20AC;&#x2122;m goinfeel to meet ne g and meaninw gful people.

I wish t he commu icons n better icated so unders I could ta more. nd

I want the fonts to match the perceived theme of The Parlor better.

I wish I could log-in easier.

I would like more information about salons.

I want to make sure social people are in The Parlor.

I wish the number of steps were reduced.

I wish Parlo The r more were u friend serl intuiti y and ve.

I wish the app was more exciting.

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Pink: Level 2 Insight

I expect The Parlor to have a wow factor.

I hope the Parlor provides an environment where I can meet and bring new people.

160

I want the Parlor to be transparent about their events.

I need to see content quicker in The Parlor

I expect The Parlor to be easily navigated through.

I like the palette of the Parlor, but I wish it more consistent and communicated better.

ed Iâ&#x20AC;&#x2122;m intrigu lor â&#x20AC;&#x2122;s by the Par , but ambience nt. also hesita

Green: Level 1 Insights Quick & Easy

Bait & Hook

Memorable

le p o Pe ce Pla

Clear & Consistent

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Website

162

Website

163

The Parlor Application Icon

164

Prototype No.2

Welcome

News Feed

Discover: Recent

Discover: People

Discover: Trends

165

Prototype No.2

Post Status

166

Settings

Zoom: 0%

Zoom: 50%

zoom: 100%

Prototype No.2

Chat Friends

Favorites

Chat

Profile

167

Prototype No.2

Door Selection

168

Hidden Object Page

Event Revealed

RSVP: Yes

RSVP: No

The Parlor: The Inaugural Salon

The Parlor Presents: The Inaugural Salon Friday, November 6, 2015 at 9 pm. 路 Gryphon Tea Room 路 Savannah, GA

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The Inaugural Salon

170

The Inaugural Salon

171

The Inaugural Salon

172

The Inaugural Salon

173

The Inaugural Salon

174

The Inaugural Salon

175

The Inaugural Salon

176

Salon Feedback

Ability to invite outsiders (nonParlor members)

Add more mystery to the app

Make finding objects more interesting

Home icon should be updated

Change “badges” to keys to signify what events a user has attended

Update “home” to be more branded (i.e. add network logo at top)

177

Salon Feedback

Update icons to be simpler

Update icons to be more realistic

178

Settings on profile

Anonymity settings

Event specific photos vs. random photos uploaded into user photo albums

Use The Parlor for Private events.

Making more of a social angle

Ability to host private events for companies, individuals, etc.

Have â&#x20AC;&#x153;postâ&#x20AC;? area on the homepage instead of separate page (requires users to make an extra click)

Rating system for Parlor members

Event Cost Analysis

TOTAL: $6,800 $1,000 (first round of drinks = $10 per person)

The Parlor

Real World

These numbers are based on a 100 person event held between 2-3 hours.

TOTAL: $3,000 sponsorship $1,000 (first round of drinks = $10 per person)

$800 (DJ)

$4000 (small appetizers)

$4000 (small appetizers) $3,000

$1,000 (decorations)

$1,000 (set up)

*DOES NOT INCLUDE (“FORGOTTEN” COSTS)

7% sales tax

20-22% service & linens tax

3% alcohol tax (Savannah)

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180

Brand Development Our team set out to not only create interactive prototypes, but also to brand ourselves as an elite network worthy of notice. We wanted to make this network not so abstract and conceptual, but as genuine as possible. In an effort to do just this, our team created a website, brand magazine, Facebook page, marketing commercial, and press release. We explored each of these means so as to thoroughly go through some of the main processes real start-upâ&#x20AC;&#x2122;s go through when developing their company and brand.

181

Brand Magazine

Front Cover Page

182

Brand Magazine

183

Brand Magazine

184

Brand Magazine

185

Brand Magazine

186

Brand Magazine

187

Brand Magazine

188

Brand Magazine

189

Brand Magazine

Back Cover Page

190

The Parlor ‘Pitch Video’

191

The Parlor ‘Pitch Video’

192

Press Release The Parlor The Parlor now available on Google Play, Apple App store, Windows Phone Marketplace, and Blackberry World.

Unique hybrid social network combines ‘20’s luxury with mysterious ambience now available. SAVANNAH, GA - November 9, 2015 - Available today, The Parlor, delights by combining a mysterious and luxurious feel into their creative social network. Created to offer something new and different in cityscape of Savannah, Georgia; The Parlor hopes to bring network users together through their app and then provide

exclusive member events for which to strengthen and reinforce digital bonds made. The Parlor is about connecting those who want a more sophisticated, yet fun experience.

The Parlor brings something very different to the social media world for the 21-39 age range--old world sophistication. After downloading, users are prompted to “request membership” should they feel so inclined. This takes users to a page where they can ideally register with all of their personal information and select a user name. Upon a short membership approval period of time (The Parlor Team has informed us this takes a full 24 hours) users, if approved, are able to access the full app. Once the approval process has been completed, the user can then more fully set up their profile. Populated initially by the information submitted initially to “request membership” the user can additionally fill in a short bio, interests, relationship status, and orientation.

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194

Future Forecast

195

Future Forecast Future Forecast: Today 2015: Present Day

The Parlor is currently a free app on all major plaDorms and focused on the young adult (21-‐39) age range. This The Parlor is currently a free app on all major platforms and focused on app offers unique ake oThis n capp urrent networks by the young adulta(21-39) agetrange. offerssocial a unique take on current social networks by bringing part network, slight gamification, and part bringing part network, light we gamifica@on, and part event. As a new contender in thissspace want to constantly add value for our company our users. We have many event. As a nand ew contender in tforecasted his space we changes want and to updates over the next five years. We have broken these changes down into constantly add value for our company and our users. two levels: 3- and 5-year benchmarks. We have forecasted many changes and updates over the next five years. We have broken these changes down into two levels: 3-‐ and 5-‐year benchmarks.

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Member Level Packages Member Level Packages

Features

Trial Members First time attendee

Standard Members Regular attendee

VIP Members Premium attendee

Free entry

✓

Free app

✓

Free drink per event

✓

Monthly membership

$60

$100

Free appetizer per event

✓

Discount on food & beverages thereafter

20%

50%

Allowed nonmembers per event

2 nonmembers

5 nonmembers

Unlocked Profile banner and features

“Standard” features

“VIP” features

Unlocked Discovery filter features in app

“Standard” features

“VIP” features

Unlocked LevelExclusive Salons

“VIPOnly” Salons

Unlocked LevelExclusive Message features

“VIPOnly” emojis & video chat

197

Future Forecast: 2018

Future Forecast 2018: 3-‐Year Benchmark

Family

Professional

198

Young Adults

Op@mis@c Elders

By 2018, The Parlor has hopes to expand to at least one addi@onal customer segment of the three By 2018, The Parlor has hopes to expand to at least one additional previously enSoned (i.e. families, professionals, and customerm segment of the three previously mentioned (i.e. families, professionals, and elders.) we expect to lease dedicated elders.) AddiSonally, we eAdditionally, xpect to lease dedicated office space, expand our Creative Team to hire additional developers oﬃce pace, expand our CreaSve eam to also hire expanded to 3 new and sroles, increase revenue by 30%, T and have cities outside of Savannah, TheiCreative is confident addiSonal developers and GA. roles, ncrease Team revenue by that we can reach each of these goals within 3 years. 30%, and have also expanded to 3 new ci@es outside of Savannah, GA. The CreaSve Team is conﬁdent that we can reach each of these goals within 3 years.

Future F orecast Future Forecast: 2020 2020: 5-‐Year Benchmark

By 2020, The Parlor expects to have reached all addi@onal customer segments as well as developed appropriate pps fexpects or each udience. also expected By 2020, The a Parlor to a have reachedIt allis additional customer segments as well as developed appropriate apps for each audience. that our CreaSve Team will conSnue to grow in size as It is also expected that our Creative Team will continue to grow in our increases. We can forward o 45% sizeroadmap as our roadmap increases. We canlook look forward tot45% revenue increases from 2015, expansion to 2 additional cities, as well as revenue increases from 2015, expansion to 2 the beginning of The Parlor branded products and merchandise. Our Creativeci@es, Team has strategically these omilestones to by addi@onal as w ell as the mapped beginning f The Parlor achieved by year 5. branded products and merchandise. Our CreaSve Team has strategically mapped these milestones to by achieved by year 5.

5 199

200

Final Presentation

201

Activity Stations

Station 1

For our final presentation we had our classmates participate in an interactive activity in where we brought our main features of our app to life. We set up five stations - Messages, Events, Profile, Discover, and Share. We split our classmates into three groups. Each was either a trial member, standard member, or a VIP member. In each station we tasked each group with a fun activity to complete upon moving to the next station. They had to post a photo or video to our Facebook page in order to move on to the next station. Bryce and Becca are your close friends and colleagues. Write a Bryce and Becca are your message each one closeto friends andand askcolleagues. if they’ll beWrite attending a this week’s Salon. (You’re message to each one and closer to Becca so you ask if they’ll be attending can be silly.)(You’re this week’s Salon. closer to Becca so you can be silly.)

202

Messages

Bryce is your close friend and colleague. Create Bryceaisvideo your message close to each one and ask if friend and colleague. they’ll attending this Create be a video message week’s Salon. (You’re to each one and ask if close to Bryce so you they’ll be attending this can be silly.) week’s Salon. (You’re close to Bryce so you can be silly.)

Get credit:

Get team picture of the group holding the messages you wrote toboth and post them to The Parlor’s Facebook page. Get credit:

Create group video of message and post it to The Parlor’s Facebook page.

Get team picture of the group holding the messages you wrote toboth and post them to The Parlor’s Facebook page.

Create group video of message and post it to The Parlor’s Facebook page.

Get credit:

Standard Member : Message

VIP Member : Message

Standard Member : Message

VIP Member : Message

Trial

Members

VIP

Interactive Tasks

203

Interactive Tasks

204

Interactive Tasks

205

206

Appendix

207

Survey Questions

208

Research Questions Workshop Observation

● ● ● ●

●

Pre & Post Questions

Tell Us Your Thoughts About The Parlor

Agenda: Introductions ○ Who are we? Why are we here? ○ DMGT brought us together, but The Parlor keeps us together! What are we looking for? ○ How we can improve The Parlor’s usability, aesthetics, and look and feel. Usability tests ○ Everyone does it themselves (provide link to prototype) ○ Potentially download any supporting apps Observations ○ Notes ■ Body language ■ Facial expressions ■ Verbal cues ■ Pauses/Pain points ○ Pictures ■ Users ■ Environment ■ Team observing ○ Questions to consider ■ How long is it taking them to walk through the app? ■ Are they hesitating anywhere? ● If so, where? ■ Are they asking questions? ● If so, what are the questions and what is the issue at hand? ○ Did we have an answer?

1. What is your name?

2. What are your thoughts about the theme or the look and feel of the app (i.e. colors, icons, fonts, etc.)? Be as descriptive as possible.

3. What message does the look and feel send to you? Be as descriptive as possible.

4. What would you change about The Parlor (i.e. What would you add? What would you remove?) Be as descriptive as possible.

Questions: ●

Pre: ○

○ ●

Feedback Form

If you currently have other social media networks, what are some of your favorite features of those? ■ Be as descriptive as possible. Do you have any favorite features from sites that aren’t social networks? ■ If so, what sites are they and what features are they?

Post: ○ What are your thoughts about the theme or the look and feel of the app? ■ Colors, icons, fonts. ● What message does it send to you? ○ What would you change? ■ Be as descriptive as possible. ■ What would you add? ■ What would you remove? ○ Any other comments?

5. Any other comments?

Thanks for your time and feedback!

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Reference Process Book

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